Almaty showcased its emerging MICE industry at The Meetings Show Asia Pacific 2025 in Singapore, fostering international collaboration and strategic partnerships
Almaty made a strong impression at The Meetings Show Asia Pacific 2025, one of the leading business tourism exhibitions in the region, held on 16–17 April in Singapore. Supported by the Embassy of Kazakhstan, Almaty’s participation marked a strategic step in positioning the city as a promising Meetings, Incentives, Conferences, and Exhibitions (MICE) destination in Central Asia.
Representatives from the Almaty Tourism Bureau engaged in 112 business meetings and secured numerous agreements with international partners, industry associations, and agencies. These discussions are expected to pave the way for long-term collaborations and reinforce Almaty’s presence in the global MICE market.
This exhibition is part of a broader strategy to develop Almaty’s MICE sector. The city plans to attend further key B2B exhibitions such as IMEX Frankfurt and IBTM Barcelona, launch initiatives to attract international event organisers and associations, and create a digital platform to streamline cooperation. A support programme for MICE organisers and socially significant projects to engage local communities are also in the pipeline.
Diyar Askarov, Head of the Almaty Tourism Bureau, highlighted the importance of this strategic direction, stating, “We are building a systematic approach to industry development. This is not a one-time event but a long-term strategy where participation in international exhibitions is just one of the effective tools.”
With a focus on economic growth and international engagement, Almaty is open to collaboration and ready to host high-level business events.
